performance | Hawthorne Advertising

Upfronts 2026: Why accountability is top of mind for agencies

As the 2026 upfront season takes shape, one theme is clear: accountability is no longer optional—it’s expected. This insightful piece from The Current dives into how agencies are navigating a rapidly evolving media landscape where performance, transparency, and measurable outcomes are front and center.

Proud to see Paul Her-Sturm and Gina Lombardo-Negron of Hawthorne Advertising featured in the conversation—bringing valuable perspective on what today’s marketers demand from their partners.

As the industry continues to shift toward outcome-driven strategies, their insights reinforce a bigger truth: success isn’t just about reach anymore—it’s about results.

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Why brand and performance marketing work better together

Agency Press / By Paulina Rzepkowska

In today’s marketplace, brand and performance marketing aren’t opposing forces — they’re multipliers. In her latest article for Inc., Jessica Hawthorne-Castro breaks down why unifying brand and performance under a single strategy drives both immediate results and long-term growth. From building emotional connection to capturing conversions more efficiently, this read offers a fresh perspective for marketers and business leaders alike.

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Closing the gap between creative and marketing performance

Agency Press / By Paulina Rzepkowska

Bridging the gap between creative and performance isn’t just a goal—it’s a necessity for today’s marketers. Jessica Hawthorne-Castro explores how to align creative strategy with measurable outcomes to drive both brand impact and business results in her latest article for MarTech.

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